Nietzsche noted at the end of the 19th century that as our awareness of and interactions with other cultures grows, we living increasingly in an age of comparison - and, we can add, of hybridity, i.e., the self-conscious and unconscious blendings of aspects of two or more cultures. On the one hand, such hybridization can reflect free and productive choices, creative intermixings that contribute to an enhanced self-identity and richer national self-consciousness. On the other hand, such hybridization may also amount to homogenization, as many important elements of one culture are swept away by the dominant values and orientations of a globalizing culture ("McWorld"). Are there ways - accounted for not only in theory, but also demonstrated in praxis - that ICTs may contribute to a hybridization process that avoids homogenization (as another form of cultural imperialism)?